Typefaces play a big role in conveying tone and setting the overall mood of text. Each typeface possesses its own unique characteristics, which can evoke various emotions and attitudes. The choice of typeface can significantly impact the reader's perception and interpretation of the text. Whether it's a formal document or a funny advertisement the selection of an appropriate typeface can reinforce the message further.
For instance, serif typefaces, with their small decorative lines or "serifs" at the ends of letters, often convey a sense of formality. These typefaces, such as Times New Roman convey a level of sophistication and seriousness, establishing a tone of authority and reliability such as seen in the HSBC logo which is for a banking company which is aimed towards those atributes.
Whereas when we look at a brand such as Lego we see a much more script like typeface. Which can evoke a more personal and expressive tone, adding a sense of warmth, creativity, and individuality which aligns perfectly with a brand dedicated to creative toys for children.
Researching fonts
Raleway : https://fonts.google.com/specimen/Raleway
Kale
Persona board: https://miro.com/app/board/uXjVPq4mXaQ=/